The Kering Group – which owns brands including Gucci, Yves Saint Laurent and Balenciaga – has appointed Dentsu-owned iProspect to manage its global media plan and buying account.
The review began in the summer, with the news being announced by US campaign, when he reported that Zenith in place was on board to defend the company.
This is a big win for iProspect, whose remit will cover media planning and buying across all Kering Group brands and markets, integrated across brand and performance.
iProspect will act as the Kering Group’s media partner in the 42 markets where it has a media presence, and will fully take over the business during the first quarter of 2022.
The review was conducted by R3 and is described as a “four-month, single-agency review based on innovation principles and an expedited process.”
Kering praised iProspect’s “data-driven vision and strategic capabilities, drive for innovation and creativity, and consistent agile mindset.”
Kering owns luxury brands such as Gucci, Yves Saint Laurent, Bottega Veneta, Balenciaga, Alexander McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ulysse Nardin, Girard-Perregaux and Kering Eyewear.
According to data from COMvergence, the group spent $139.5m (£103.5m) on media globally in 2020. But United States Campaign sources have estimated the spending could be much higher, closer to 480 million euros ($566 million) worldwide.
Amanda Morrissey, Global Brand President of iProspect, said, “Strengthening our strong partnership with Kering is an incredible win for iProspect, which propels our existing relationship onto the global stage.
“As an end-to-end agency, spanning the full spectrum of branded and performance media, our passionate team is looking forward to working with one of the most innovative, digitally driven and impact-driven luxury brands around. given to the world.”
